Marketing 101


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Marketing 101

  1. 1. Marketing 101 The Marketing Toolbox
  2. 2. Meet Mike,a CEO trying tofigure out how todevelop theMarketing Strategy
  3. 3. Mike knows thatMarketing is:
  4. 4. An effort to reduce an excess of inventoryAdvertising and/or communications Sales
  5. 5. Or someone trying to sell you a crappy defective product
  6. 6. Ok, that’s what iscommonlymisunderstoodas marketing
  7. 7. Sorry Mike,you’re goingin the wrongway
  8. 8. Let’s see howReal Marketingworks
  9. 9. "Because the purpose of business is tocreate a customer, the business enterprisehas two--and only two--basic functions:marketing and innovation.Marketing and innovation produceresults; all the rest are costs. Marketing isthe distinguishing, unique function of thebusiness." Peter Drucker
  10. 10. Marketing is the distinguishing,unique function of the business? Hogwash!
  11. 11. Marketing is a PROCESS for:Creating, communicating, delivering,and exchanging offerings that haveVALUE for customers, clients,partners, and society at large* * Adapted from the American Marketing Association
  12. 12. Let’s check how todevelop theMarketing Process
  13. 13. 1. Choose in which businesses you will compete.2. Define how are you going to compete in these businesses: Value proposition.3. Build your company around that value proposition.
  14. 14. Marketing is inthe Strategy’sDNA
  15. 15. Let’s take a closerlook to theMarketing Process
  16. 16. Select in wich businesses you will compete
  17. 17. Define how you will compete Value Proposition
  18. 18. And be sure to understand what is the value for your customers! Price Performance Brand / Status Convenience / usability Customization
  19. 19. Follow these stepsfor theValue GenerationProcess
  20. 20. Value Generation Process1. Choose the value2. Provide the value3. Communicate the value
  21. 21. 1. Choose the valueCustomer Targeting Value positioningSegmentation
  22. 22. 2. Provide the valueProduct and/or Service Development Pricing Sourcing/Making Distributring/Servicing
  23. 23. 3. Communicate the value Sales Force Sales promotion Advertising
  24. 24. Now take the steps to deliver your Value Proposition and build your organization around it
  25. 25. Let’s put all thisstuff in aMarketing Plan
  26. 26. This is the content of the Marketing Plan1. Situation analysis2. Marketing strategies3. Financial analysis4. Implementation
  27. 27. 1. Situation analysisMarket analysis SWOT CompetitionProduct offering Keys to success Critical Issues
  28. 28. 2. Marketing strategies Brand mission Brand Objectives You have to KPI’s be in a mission, not just state one. Financial Objectives Customer segments KPI’s
  29. 29. 2. Marketing strategies Positioning Marketing mix Remember the Value Generation Process: Tactical Marketing 2. Provide the value 3. Communicate the value Tactics Market research What to do, when, how and by whom to achieve the objectives
  30. 30. 3. Financial analysisBreak-even analysis Sales forecast Expenses forecast
  31. 31. 4. Implementation and controlling Don’t forget monitoring and making adjustments Making adjustments Goals Tactics Market research What to do, when, how and by whom to achieve the objectives KPI’s Monitoring and controlling results
  32. 32. 4. Implementation and controllingMake adjustments after testing your value proposition with your CUSTOMERS And remember that the EXECUTION is the mostimportant phase. If you are not willing to execute your plan, you better don’t make it.
  33. 33. Recap:1. Select your business(es).2. Define your Value proposition.3. Develop your Value Generation Process.4. Make a Marketing Plan.5. Execute and control.
  34. 34. Thanks for your attentionSend your comments
  35. 35. Photo credits1/11/14/34. 22. 23. 24. creditcardchaser.com7. 25. 28. 29. diariodelhuila.com18. / 30.
  36. 36. Photo credits31. bookchiq/ mezzoblue/35. howardstrong/